If you still believe that tablets are merely a fad or just a way to engage more affluent early adopters in their 30s or 40s, you need to change your mind — now.
According to our latest Technographics® data, European tablet ownership is highest among 18- to 24-year-old online users — 25% of them own one! 2012 saw a surge in the popularity of tablets among this age group. Why? As with any technology that’s reaching critical mass, the profile of its adopters evolves over time — and it will continue to do so.
With double-digit growth in tablet uptake across Western Europe in 2012, about one in seven online Europeans now owns a tablet. And with further double-digit growth expected in the years ahead, tablets are changing the consumer technology landscape. According to the Forrester Research World Tablet Adoption Forecast, 2012 To 2017 (Global), 55% of European online consumers will own a tablet by the end of 2017.
Tablet owners are not precious about their devices: Of those that have a spouse/partner, 63% share their tablet with them; one-third of parents share their tablet with their children. This makes tablets a far more social device than smartphones, which are much more personal and intimate.
Tablet ownership in Western Europe is set to quadruple in the next five years: The percentage of European online consumers who own a tablet will increase from 14% in 2012 to 55% in 2017, according to the Forrester Research World Tablet Adoption Forecast, 2012 To 2017 (Global). This dramatic growth follows what was a pivotal year for tablets: Ownership doubled in 2012, and one in seven online Europeans now owns a tablet. The recently published Forrester report “The European Tablet Landscape” draws on our Technographics® data and looks at the profile of European tablet owners and their usage patterns. We found that:
Unsurprisingly, tablet owners are tech-savvy. Today, tablets are most popular with 18- to 24-year-olds, with one in four online consumers in this age group now owning a tablet. Of all tablet owners, a high 45% state that they “like technology” and 36% agree that “technology is important for me.”
Income is a driver . . . for now. About 24% of high-income European online consumers have a tablet, compared with 15% of online low-income consumers. But the growing variety of tablets and form factors as well as more competitive pricing will make tablets affordable for a wider range of consumers.
Wednesday night, Sony hosted what was reported to be a crowd of more than a thousand people at a rare, Applesque new-product demo. There it debuted the next-generation Playstation, officially dubbed the PS4. The event lasted two hours and featured some of the most accomplished game developers in the world, all on stage to promise that the PS4 was going to make gaming even more lifelike, more responsive, and more addicting than it already is.
I could have saved the company the two hours and the cost of hosting the event. Because boil Sony's announcement down to its essence, and you get these simple words: Sony believes the future will be like the past and has built the game console to prove it.
Don't get me wrong; the console is definitely next-generation (or at least, the specs are next-generation, since the console itself did not make an appearance at the event). It has stunning graphics and the kind of processing power necessary to create lifelike movement and even give game characters artificial-intelligence capabilities that should make hardcore gamers hungry with anticipation for the end of the year (the most specific Sony got about the release timeframe).
I was at an industry conference recently, standing in the booth of a large PC maker while being indoctrinated with the latest word: "You can manage it with existing tools!" - a marketing director beamed, as he waved a new Windows 8 tablet under my nose. He seemed so happy I thought for a second he might grab my hand and drag me skipping through the tradeshow floor followed by a troupe of merry singing penguins, like a sort of demented convention center edition of Mary Poppins.
eReaders are set to have one of the shortest growth life cycles in device history. Between 2009-2011 the average annual sales of dedicated eReading devices in the US grew by more than 100%. In 2012, US dedicated eReader sales growth will be negative. The decline of the eReader is driven by the availability and affordability of tablets, with global tablet sales in 2012 set to reach more than 120 million.
The Forrester Research eReader And eBook Adoption Forecast, 2012 To 2017 (Global)analyzes eBook adoption drivers across more than 50 countries. Heavy readers like eBooks. In the US, eBook readers read an average of 24 books per year compared with just 15 books for non-eBook readers. In addition, eBook readers are becoming more device-agnostic, with similar eBook reading levels observed across tablets and dedicated eReading devices.
We used the following drivers to calculate our forecast for eBooks and eReaders
The 2013 New Year has begun with the removal from the global tech market outlook of one risk, that of the US economy going over the fiscal cliff. On New Year's day, the US House of Representatives followed the lead of the US Senate and passed a bill that extends existing tax rates for households with $450,000 or less in income, extends unemployment insurance benefits for 2 million Americans, and renews tax credits for child care, college tuition, and renewable energy production, as well as delaying for two months the automatic spending cuts. While it also allowed Social Security payroll taxes to rise by 2 percentage points — thereby raising the tax burden on poor and middle class people — and did not increase the federal debt ceiling or address entitlement spending, the last-minute compromise does mean that the US tech market no longer has to worry, for now, about big increases in taxes and cuts in spending pushing the US economy into recession.
Earlier this week, in conjunction with ARM Holdings plc’s announcement of the upcoming Cortex A53 and A57, full 64-bit CPU implementations based on the ARM V8 specification, AMD also announced that it would be designing and selling SOC (System On a Chip) products based on this technology in 2014, roughly coinciding with availability of 64-bit parts from ARM and other partners.
This is a major event in the ARM ecosystem. AMD, while much smaller than Intel, is still a multi-billion-dollar enterprise, and for the second largest vendor of x86 chips to also throw its hat into the ARM ecosystem and potentially compete with its own mainstream server and desktop CPU business is an aggressive move on the part of AMD management that carries some risk and much potential advantage.
Reduced to its essentials, what AMD announced (and in some cases hinted at):
Intention to produce A53/A57 SOC modules for multiple server segments. There was no formal statement of intentions regarding tablet/mobile devices, but it doesn’t take a rocket scientist to figure out that AMD wants a piece of this market, and ARM is a way to participate.
The announcement is wider that just the SOC silicon. AMD also hinted at making a range of IP, including its fabric architecture from the SeaMicro architecture, available in the form of “reusable IP blocks.” My interpretation is that it intends to make the fabric, reference architectures, and various SOCs available to its hardware system partners.
Mobile phones and tablets are becoming the remote controls of our daily lives. Smartphones are the new digital hub for a growing percentage of consumers, while tablets are starting to rule the personal computing landscape at home and at work. In a previous post, I elaborated on why I think tablets are not mobile devices per se. Moving forward, new mobile form factors will emerge, and we expect wearable computing to gain traction. The definition of mobility is likely to evolve, but what’s certain is that increasingly connected devices will enable us to interact with the world around us by leveraging a host of new technologies packaged into smarter devices — be they QR codes, NFC, image recognition, Bluetooth 4.0, new sensors, etc. The physical world will be a catalyst for spontaneous interactions and for commerce via mobile devices. I think we’re only scratching the surface of new mobile behaviors (and what those will lead to), but mobile devices will become the primary digital connection to your customers.
Since the beginning of the year (with a peak in July, thanks to this Bloomberg article), there have been rumors that Apple would launch an iPad mini with a 7.85-inch display. Speculation is now high that the launch could be announced October 17 — a week prior to the big Microsoft buzz about Windows 8 and in due time for the holiday rush and the seasonal year-end sales — in an attempt to lock new tablet buyers in to the iOS ecosystem. The biggest iPad mini conundrum is likely to be pricing — making sure that the new device remains competitive in the face of the iPad 2 and iPad 3 and the newly launched iPod Touch but also with Google's $199 Nexus 7 and the new $199 Kindle Fire HD. Don’t count on me to comment on rumors and share my personal take on the features the device could have, etc. Some of my colleagues are better placed than I am to make a call and will do so in due time.
Let’s step back from the hype for one moment.
It took two years for Apple to sell 67 million iPads versus 24 years to sell 67 million Macs. It took the company two years to sell one million iPods. Arguably, the iPod, coupled with the iTunes ecosystem, disrupted the music industry. Needless to say, new connected devices — mostly smartphones and tablets — will be even more disruptive. Forrester forecasts an installed base of 760 million tablets globally by 2016, and my colleague Frank Gillett has explained why we believe that tablets will run the personal computing landscape at work and at home.
Marketers and strategists at tech vendors who sell tablets won’t want to miss a webinar co-hosted by Simon Yates and me this Friday, September 28th. Aimed at a CIO audience, our webinar leverages a great deal of data from Forrsights and Tech Marketing Navigator on the opportunity for tablets, how to engage enterprise tablet buyers, on the effects of bring-your-own (BYO), and other, related topics. Tech marketers and strategists won’t want to miss our presentation: You'll gain insights into the challenges tablets present for CIOs, and you'll also see hard data on both the opportunity for selling tablets and on how best to engage potential buyers.
When: Friday, September 28, 2012, 1:00 p.m. -- 2:00 p.m. Eastern time (17:00--18:00 GMT)
Overview: It’s safe to say that the early adopters of Apple’s iPad didn’t go out and buy the device because they wanted a new gadget for work. They purchased the iPad because of what they could do in their everyday lives. But it didn’t take long for employees to bring their iPads to the office. If we mark the modern tablet era by Apple’s 2010 iPad launch, then an astounding 84 million iPads and as many as 120 million tablets in total have flown off the shelves. Forrester’s global workforce and decision-maker surveys and client conversations show just how fast tablets are being adopted: